Forevermark held a press event for trade and consumer journalists on July 16, at its London headquarters, as part of the roll-out of its UK launch which began earlier this year.

The press event took the form of a “diamond masterclass” media reports said, at which journalists were explained what Forevermark stands for and what distinguishes it from other diamonds. Stephen Lussier, CEO of Forevermark gave a presentation on the brand.

UK is the first country in Western Europe where Forevermark diamonds have been introduced.  Forevermark is, by now, already well established as more than 1,600 retail stores in 34 markets in Asia, North America, the Middle East, Australia and Turkey stock the brand.

Lussier had said earlier: “This is a very important and exciting launch for us and a key milestone for the brand. We expect the brand to be very well received here by both consumers and jewellers.”

In the UK, the launch has been planned in phases. “In the first phase of the staggered launch, Diamond Palace in London’s Hatton Garden unveiled Forevermark through an in-store event for customers in May,” the Company had reported earlier. “This is being followed by a roll-out into selected Theo Fennell stores in the capital, Pressleys in Chichester and Eric Smith Jewellers in Glasgow in the summer. Phase two will see further regional distribution for a pre-Christmas push.”